Planet-Tek Systems Inc.
March 12, 2009 09:30 ET
Campaign Profile: Seventh Generation Taking in Store Digital Signage to Another Dimension Through The Marketplace Station at Whole Foods Market
TORONTO, ONTARIO--(Marketwire - March 12, 2009) - Planet-Tek Systems, the company that developed The Marketplace Station digital signage concept at Whole Foods Market in Canada, designed it in a manner that it would suit the needs of next generation marketer's. Rob Hoyt, the Retail Concept Manager, for Seventh Generation is a prime example of this type of marketer. Seventh Generation, the leading brand of environmentally friendly household products, and Whole Foods Market are embarking on an in-store education initiative named 'Home Healthy Home'. The initiative is focused on increasing consumer's knowledge of the environmental and personal health benefits that 'green' household products offer. A cornerstone of the campaign is the delivery of contextual digital commercials across seven in-store stations including the Ecological Station and extending out to areas such as The Produce Station, The Grocery Station, and even The Meat and Poultry Station.
The Marketplace Station concept, which is implemented at Whole Foods Market Ontario locations, provides 10 unique in store digital stations for vendors to utilize to enhance their point-of-purchase marketing initiatives through measurable, tactical, and customizable communications.
"I was impressed with the store-wide digital station concept that allowed for us to connect with consumers contextually in different departments" says Hoyt. "Our digital campaign part of a marketing strategy that will help us to build both brand and product association in each department directly to consumers as part of their shopping experience across the store and drive them to the home cleaning aisle. It's all about education. If we can help people understand the environmental and personal health connection between the products they are putting in their cart and what they clean their home with - it is a powerful message. The Marketplace Station helps us do that."
The campaign encompasses 11 custom designed digital commercials per location that covers product categories that include cleaners, laundry, diapers, and dishes. All digital production and media placement, was handled by The Marketplace Station team, was produced in a manner to provide a balance of product information, environmental tips, and direction to learn more about the products in the ecological department.
"As digital signage networks are becoming more prevalent in the retail sector, I believe this is one of the best examples we have seen to date of a vendor making use of the medium and synergizing their brand and category in a innovative and effective manner across the landscape of the store," says George Andreoglou, President of The Marketplace Station.
The digital campaign commences in March 2009 and is part of Seventh Generation's strategic marketing efforts that will further see them add point-of-purchase collateral in the ecological department as part of their mandate to educate consumes about their category.
About Seventh Generation
Seventh Generation is committed to being the most trusted brand of household and personal-care products for your living home. Their products are healthy and safe for the air, the surfaces, the fabrics, the pets, and the people within your home - and for the community and environment outside of it.
For information on Seventh Generation cleaning, paper, baby and feminine personal care products, to find store locations, and explore the company's website visit www.seventhgeneration.com. To read more about Seventh Generation's corporate responsibility, visit the Corporate Consciousness Report at: www.seventhgeneration.com/corporate-responsibility/2007.
About Planet-Tek Systems
The Marketplace Station™ is owned and operated by Planet-Tek Systems, which is privately held in Ontario, Canada. Since 2002 Planet-Tek Systems, a specialist in digital signage management solution's, has built a trusted reputation in the IT industry through providing clients with computers, servers and networking services. Planet-Tek Systems will be expanding The Marketplace Station concept into natural-health retailer locations throughout 2009, to continue to offer marketers the ability to reach their target demographic through highly targeted media such as digital signage.